Heineken Premium Light will be introduced next week in bars by the United States arm of the Dutch brewer Heineken. Heineken Premium Light, or H.P.L. as it’s friends will call it, will be the second light beer sold in this country by Heineken, joining Amstel Light, introduced in the 1980’s.<br />
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Heineken USA plans to unleash a barrage of advertising on Web sites like espn.com, foxsports.com, maxim.com, msn.com, stuffmagazine.com and yahoo.com. The company will also put up a separate site, heinekenlight.com, to complement sites for its two other brands, amstellight.com and heineken.com.<br />
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Absent from the list was BriansBelly.com, a beer Web site that typically sees greater traffic than Yahoo and ESPN combined.<br />
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Read the full story at <a href="http://www.nytimes.com/2006/02/24/business/media/24adco.html?_r=1&oref=login"><strong>The NY Times</strong></a>
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